Search engine optimization is both On-Page and Off-Page SEO. Both drives traffic to your website. Off-page SEO is the action taken outside the website to enhance its SERP. They do not require any changes made on your site. The basis of Off-page SEO efforts is the links that you get to your website from external websites. As a result, many high-quality backlinks are created through social media, link building, and social book marketing sites. On-Page SEO involves optimizing titles, meta descriptions, etc, structure URL properly, user-friendly navigation (user sitemaps & breadcrumbs), optimized internal links, text formatting (h1, h2, bold, italics, etc), image optimization (image size, relevant image name, use of ALT tag), 404 user-friendly pages, fast loading pages, mobile-friendly pages, top-quality content, external links (no links to bad reputation sites and no broken links), target keywords, & footers for branding.
On-site SEO, also known as On-Page are the actions taken for optimizing the elements within the website so as to increase visibility and improve SERP. Familiarise yourself with SEO basic concepts. Understand how search engines work? How to create SEO friendly websites? What are Google ranking factors? Read more by clicking on SEO fundamentals.
On-Page and Off-Page SEO: Off-Page SEO techniques
Off-page SEO builds trust, authority, and promotes the relationship. Off-page SEO techniques are used to boost the position of websites in SERPs – Search Engine Results Page.
Join social media sites to build brands. Being active on Yelp & Google Places enables users to leave reviews. Submit your website to Google/ Bing and participate in –
-Editorial review directories such as the local chamber of commerce, business.com, trade India, exporters India, etc.
-Local Directories such as Moz Local can help to get local links for advertising your website.
-infographic directories for submitting infographics such as Reddit can help build links, brand authority, get traffic and increase followers
-Participation in sites such as Quora to respond to query asked by users enables one to leave links to your site.
-Use Social Aggregators sites like walls.io to create a social wall that links to your site.
-Guest Blogging – contribute a blog post to other blogs that have traffic and offer top quality content on their sites to build links.
-Video Marketing – Post useful information and high-quality content on YouTube and embed this video on your blog to get an inbound link.
-Link – Approach blogs and industry professionals to get editorial reviews about your content.
-Link Cleanup – If your website gets attacked by spam links disavow them through Google Search Console to tell Google not to count these links towards your ranking.
-Link/Content Relevancy – Anchor text should provide relevant context from where the link leads.
-Multiple links from the same c-block– When guest posting do not link sites that share Links from C-Class IP sites, [if the owner is the same] to avoid Google’s algorithm penalization for making it look like a link network.
-Link Juice – Analyze your link profile, to know which links provide the most juice.
-Reciprocal Links – Exchanging links with other websites is not recommended, since Google may reduce the juice that comes from reciprocal linking.
-Sitewide Links – Displaying links on all pages for increasing rank should be avoided as it poses a problem to search engines.
-Press Releases – Press release submission’s for great content, a new product, services, or promotion.
-Bad Links – Scanning for bad links coming from sites that have violated search engine guidelines can damage search rankings. Tools such as Majestic can scan your website for bad SEO neighborhood, site addresses, and domains.
-Do Follow Article Directories – Only do-follow links on your website is a sign of spamming. Include some no-follow links also.
-Spammy Comments – on your own blog or posting on other blogs will attract SERP penalties.
-Forums & Comments – Obtain backlinks by participating in forums and Commenting on other blogs.
–.edu and .gov domain backlinks – can give a significant increase in traffic. eg TEA (Texas Education Agency) websites
Social Bookmarking Sites
Social bookmarking sites eg- StumbleUpon, Digg, Delicious, scoop.it etc is a quality backlink for search engines as they help websites to increase blog traffic and page rank.
On-Page and Off-Page SEO: On-Page SEO techniques
It involves optimizing the website related to (a) content and (b) HTML source code of web pages.
– No keyword stuffing allowed in the body. [ Repeat keywords 2% normally and 3% maximum (keyword density) | keyword placement at the top in the starting of the page title, in the starting of the permalink, starting of the description or starting of the paragraph (keyword prominence) | keep in mind the distance between one word and another word of the keyword (keyword proximity).]
– Semantically related keywords enrichment text
Read more by clicking on Keyword Research.
-contain keyword and text to create a sense of urgency
-offer simple useful information in about 50 – 60 character length.
-use numbers and your brand name.
-offer simple useful information
–use terms such as “how”, “what” and “why”
-should be descriptive about 3 – 5 words
-include keywords and use hyphens between text
-Length should be descriptive about 150 – 160 characters
-include a keyword and avoid duplicate meta-description
Google loves long content about 3000+ words which will be able to achieve higher rankings.
-The post should have only one h1 tag
-Use 3 – 5 relevant sub-head h2 tags in the post
-follow footer SEO best practices. Use footer internal links for navigation and usability. Do not include external links that can attract Google penalties.
-the description should be pertinent to the image
-use at least one image in a post
-optimize image size and create a featured image.
Read more by clicking on Optimize Image Loading Speed.
Content should contain internal links to help search engine index posts. Users should be able to easily navigate and find relevant content within your website
-Add social sharing buttons
(b) HTML source code of web pages.
-responsive design and fast loading pages
-earn backlinks and avoid duplicate content
-include markups and fix web crawler blockade
Promoting your brand and website offline and online is an effective way to attract traffic. Refrain from sending automated queries to Google which are against their guidelines. Google does not update PageRank anymore so lay more emphasis on Analytics, bounce rate, conversions, and traffic analysis.
On-Page and Off-Page SEO: Tools
Leverage a diversity of tools to track your progress for your ongoing efforts in on-page and off-page SEO. Build a tool kit that spans across content, Off-Page visibility & links, technical, competitive Analysis SEO and WordPress plugins.
- BuzzSumo > find popular content by topic
- Siteliner >for duplication issues, broken links, redirection, etc
- UberSuggest >keyword research tool
- Google Trends >comparative keyword research
- Spyfu >shows keyword that businesses buy on Google Ads
- Copyscape >for plagiarism
- SmallSEOtools > content writing
Off-Site visibility & links
- InfiniGraph >social media
- Ahrefs >for link building strategy
- SEMrush >track links
- Domain Authority >Website Authority Checker
- Moz Pro >increase website visibility
- Majestic SEO >backlinks
- HTTPS Status codes >URL redirection
- Screaming frog >site audit tool
- WooRank >SEO audit
- Google Analytics, Google Search Console >organic traffic
- Google Diagnostic tools >Google Structured Data, Lighthouse, PageSpeed Insights, Test My Site, web.dev
SEO Competitive Analysis
- Open Site Explorer >monitor backlinks by Moz
- OnPage Champ >analysis of competitors’ websites
- Monitor backlinks >find websites linking to your competitors
- Alexa >traffic monitoring
- Quantcast >audience analysis
- SEOBook tool >competitive research